Rainbow Loom
Rainbow Loom is a privately-held Wichita, Kansas manufacturer of educational rubber band crafting kits, looms, and consumables, serving children aged 5–14, their parents, and adult craft hobbyists through its Shopify-powered USA webstore and wholesale channels.
- Company typePrivate
- Founded2011
- HeadquartersWichita, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rainbow Loom does
Rainbow Loom is a Wichita, Kansas-based, privately held manufacturer and direct-to-consumer retailer of educational rubber band crafting kits and consumables, founded in 2011 and operating with 11–50 employees. The company sells its products primarily to children and pre-teens aged 5–14 and to the parents and caregivers who purchase for them, with a secondary segment of adult craft hobbyists; it also supplies schools and educational institutions for fine motor skill development. Its primary commercial channel is the rainbowloom.com USA webstore, a Shopify-powered storefront offering free shipping on orders over $35 within the continental United States, supported by an authorized retailer network and a Faire.com wholesale marketplace for small resellers.
The product platform is built around a family of patented or branded loom-based crafting tools, including the Original Rainbow Loom ($11.99), the Rainbow Loom 360 FREEstyle ($29.99) with removable and rotatable pins for advanced customization, the Auto Loom ($2.99–$10.99) for faster bracelet creation, and a range of specialized tools such as the Loomigurumi hook kits, the double-ended Loomiloom hook, the Finger Loom, Wrapit Loom, and Alpha Loom. Hardware sales are supported by a deep consumable ecosystem of 87+ rubber band SKUs across eight or more collections (Opaque, Jelly, Pastel, Glow, Silicone, Pearl, Solar, and the Spring 2025 Premium Collection of latex-free synthetic elastomer), plus 150+ Loomi-Pals collectible characters, Cutetique double-sided charms, Loomies figurines, and Beadmoji messaging beads. Care Bears licensed character collaborations extend the line into giftable themed kits.
The business model is a unit-pricing, one-time-purchase D2C model with a strong repeat-consumable tail: each rubber band refill bag ($1.00–$6.78) yields up to 24 bracelets, anchoring the customer into ongoing replacement purchases after the initial loom acquisition. Revenue streams comprise direct product sales through the owned webstore, rubber band consumables, B2B wholesale through Faire.com, and licensing royalties from the Care Bears partnership. Marketing relies on the owned webstore, SEO-optimized product and collection pages, organic social sharing driven by collectible themes, multiple discount codes (RL2–RL6, MC2, MC3, ML45), and earned media. The company holds registered patents, trademarks, and copyrights across its loom designs and sub-brand portfolio and explicitly markets against counterfeit products through authenticity messaging.
Rainbow Loom firmographics
Firmographics- Name
- Rainbow Loom
- Legal name
- Rainbow Loom USA Webstore
- Website
- https://rainbowloom.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rainbow Loom is a privately-held Wichita, Kansas manufacturer of educational rubber band crafting kits, looms, and consumables, serving children aged 5–14, their parents, and adult craft hobbyists through its Shopify-powered USA webstore and wholesale channels.
- Ownership category
- akta.pro rank
Rainbow Loom industry classification
Industry- Product category
- Children's Craft Kits
- NAICS
- Doll, Toy, and Game Manufacturing (33993), Gift, Novelty, and Souvenir Retailers (459420)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942)
- akta.pro primary industry
- DIY Craft Kits & Project Kits Retail (CRALACAH)
Keywords
Where Rainbow Loom is headquartered
LocationHeadquarters
- HQ city
- Wichita
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rainbow Loom business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Direct Product Sales: E-commerce sales of looms, kits, rubber bands, accessories, and charms through owned webstore. One-time hardware purchases with repeat consumable (rubber band) purchases. Discount codes drive conversion and customer loyalty.
- Rubber Band Consumables: Continuous revenue through rubber band refills sold in various collections (Opaque, Jelly, Pastel, Glow, Silicone, Pearl, Solar, Premium). Multiple color themes and quantities. Band refills include C-clips for bracelet finishing.
- Wholesale Distribution: B2B wholesale channel through Faire.com for authorized retailers to purchase Rainbow Loom products for resale.
- Licensed Character Products: Care Bears collaboration products featuring licensed characters on Rainbow Loom crafts, sold as Beadmoji, Cutetique, and themed kits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Rubber Band Refills |
| Unit Pricing | Pay-as-you-go | Loom Products (Original, 360, Auto) |
| Unit Pricing | Pay-as-you-go | Craft Kits and Combo Sets |
| Unit Pricing | Pay-as-you-go | Accessories and Hooks |
| Unit Pricing | Pay-as-you-go | Premium Collection Bands |
| Subscription | Pay-as-you-go | Gift Cards |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Rainbow Loom product offering
Product offeringCore offering
Rainbow Loom designs, manufactures, and sells rubber-band crafting systems and accessories — primarily plastic peg looms (Original, Rainbow Loom 360, Auto Loom, Finger Loom, Wrapit Loom, Alpha Loom), consumable rubber band refills across 17+ collections, hooks, beads, charms, collectible figurines (Loomi-Pals, Loomies, Loomigurumi kits), and licensed Care Bears character products. Offerings target children, parents, schools, and adult hobby crafters for bracelet, jewelry, and figurine making.
Differentiator
Problem solved
Functional benefit
Brands
- Monster Tail: Rubber band bracelet crafting product by the makers of Rainbow Loom
- Loomigurumi
- Beadmoji
- Loomies
- Cutetique
- LoomiLoom
- Auto Loom
- Rainbow Loom 360
- Finger Loom
- Wrapit Loom
- Alpha Loom
- LOOMOJI
- Hair Loom Studio
- Rubber Bandit
- Cute-tique
Products and services
- Original Rainbow Loom Peg-based loom kit for beginners to create rubber band bracelets, charms, and small figures. Sold for personal craft use by children, parents, and hobbyists.
- Rainbow Loom 360 FREEstyle Advanced loom with removable and rotatable pins that enables highly customizable character and charm creation for advanced loomers. Priced at $29.99 with free shipping.
- Auto Loom Automated loom for faster bracelet creation across themed designs such as Corgi, Bunny, and Cutie Club. Priced $2.99–$10.99.
- Finger Loom Loom worn on the fingers so kids can craft rubber band designs without needing a separate hook.
- Wrapit Loom Loom for creating friendship bracelets using cords; includes adult-targeted Wrapit Loom Adult Refills line.
- Alpha Loom Loom designed specifically for use with Alpha bands for letter and shape patterns.
- Rubber Band Refill Collections Consumable rubber band refill packs in 17+ collections (Opaque, Jelly, Pastel, Glow, Pearl, Dual Layer, Solar, Sweets, Medieval, Silicone, Spooky, Persian & Egyptian, Silk, Limited Edition, Misc. & Specialty, Premium, etc.). Each bag contains 300–600+ bands and includes C-clips for finishing. Priced $1.00–$6.78.
- Premium Collection Rubber Bands Premium-grade rubber bands in Opaque, Jelly, Pastel, and Solar sub-collections marketed for complex creations. Latex-free synthetic elastomer formula offers higher durability and stretch than silicone alternatives.
- Loomiloom Hook Double-ended hook with precise tips designed specifically for rubber band bracelet crafting.
- Beadmoji Kits Messaging beads with fun icons that enable children to create bracelets that tell personalized stories; used with the speed loom and dual hook. Priced $6.49–$14.99.
- Cutetique Charms Collectible two-sided charms in themes Rainbow Space, Gummy Sweet, Fantastic Dreams, and Cute Bliss for bracelet customization.
- Loomi-Pals Collectible character accessories with over 150 characters across 5 themes sold by Rainbow Loom as branded merch.
- Loomies Figurines DIY collectible figurines made with frames, rubber bands, and tools, designed for advanced crafters.
- Loomigurumi Kits
- Care Bears Licensed Products Licensed Care Bears character collaboration products including Beadmoji celebration kits, Care Bears Beadmoji + Cutetique combos, and themed charm bracelet kits, sold under a Care Bears licensing partnership.
- Combo Sets and Craft Kits Bundled kits combining looms, hooks, bands, charms, beads, and C-clips; priced $7.49–$27.99, including treasure boxes $14.99–$19.99, for gift and starter-pack purchases.
- Rainbow Loom USA Webstore Gift Card Stored-value gift card purchasable from the Rainbow Loom USA Webstore and usable on webstore purchases.
Quantifiable outcome
- Each rubber band refill bag makes up to 24 single-patterned bracelets
- +2 more outcomes
Companies that use Rainbow Loom
Customer profileSegments4 records
Ideal customer profiles3 records
Rainbow Loom technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Rainbow Loom partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Care BearscoreCare Bears and Rainbow Loom have teamed up to present an enchanting line of products featuring Care Bears characters on Rainbow Loom crafts. Products include Beadmoji celebration kits, Care Bears Beadmoji + Cutetique combos, and themed charm bracelet kits. This licensing partnership expands Rainbow Loom's appeal through beloved character recognition and creates gift-worthy product opportunities.
Scale indicators3 records
Recent moves4 records
Expansion highlights5 records
Rainbow Loom competitors and assessment
Company assessmentDirect peers
- Cra-Z-Art: Direct competitor in kids' craft kits and activity toys. Overlaps with Rainbow Loom on DIY craft kits, charm-and-bead toys, and value-tier creative products sold through mass retail.
- Crazy Aaron's: Maker of Thinking Putty and similar sensory/craft toys. Comparable as a small/medium-sized craft toy brand monetizing consumables and collectibles through D2C and specialty retail.
- Melissa & Doug: Established kids' craft and activity toy brand. Comparable product mix (wooden craft kits, beading, friendship bracelets) targeted at the same children-and-parents segment with similar retail channels.
- Alex Brands: Children's craft and activity toy maker (Alex Toys, Poof, Ideal). Direct overlap on craft kits, jewelry-making, and beading products sold through toy and craft retail.
Broad incumbents
- Crayola: Dominant kids' art and craft supplies brand. Comparable category (children's creative expression craft products) and customer base, but at vastly larger scale and broader SKUs.
- Hasbro: Major toy and games incumbent. Comparable end-market (children's play) and licensing-driven product model, with broader category portfolio and much larger distribution.
- Mattel: Major toy incumbent (Barbie, Hot Wheels, American Girl). Comparable children-and-parents consumer base and licensing IP playbook, though at enormous scale versus Rainbow Loom.
- LEGO: Iconic children's construction and creativity brand. Comparable as a category-defining toy brand monetizing sets plus ongoing consumables, with similarly strong IP and brand authority.
- Michaels Companies: Largest North American specialty craft retailer. Comparable as a craft-category channel and ecosystem participant; also a potential wholesale channel for Rainbow Loom products.
- Hobby Lobby: National craft and hobby retailer. Comparable craft category footprint and customer base; a potential authorized retailer for Rainbow Loom's expanding craft and jewelry-making lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rainbow Loom social profiles
Digital presenceRainbow Loom financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rainbow Loom leadership team
Management profileNumber of profiles
Rainbow Loom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rainbow Loom M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rainbow Loom
What does Rainbow Loom do?
Rainbow Loom designs, manufactures, and sells rubber-band crafting systems and accessories — primarily plastic peg looms (Original, Rainbow Loom 360, Auto Loom, Finger Loom, Wrapit Loom, Alpha Loom), consumable rubber band refills across 17+ collections, hooks, beads, charms, collectible figurines (Loomi-Pals, Loomies, Loomigurumi kits), and licensed Care Bears character products. Offerings target children, parents, schools, and adult hobby crafters for bracelet, jewelry, and figurine making.
Is Rainbow Loom a public or private company?
Rainbow Loom is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rainbow Loom founded?
Rainbow Loom was founded in 2011. It employs 11 to 50 people.
Where is Rainbow Loom based?
Rainbow Loom is headquartered in Wichita, United States, in the North America region.
How does Rainbow Loom make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are rubber Band Consumables, wholesale Distribution and licensed Character Products.
Who are Rainbow Loom's main competitors?
Direct peers on record are Cra-Z-Art, Crazy Aaron's, Melissa & Doug and Alex Brands. Broad incumbents are Crayola, Hasbro, Mattel, LEGO, Michaels Companies and Hobby Lobby.
Does Rainbow Loom have an API?
No public API is recorded for Rainbow Loom.
What industry is Rainbow Loom in?
Rainbow Loom's product category is Children's Craft Kits. Its primary akta.pro industry code is CRALACAH, DIY Craft Kits & Project Kits Retail. Its NAICS code is 33993 and its SIC code is 3944.